Although the social media landscape is changing rapidly, Facebook continues to be one of the most well trafficked and important websites for almost all businesses to consider when thinking about their online marketing strategy.
Changes and adaptation will always be a part of Internet marketing; however, there are definitely some tried and true tips that will always work on Facebook.
First, you must eliminate the steps that separate your customer from your conversion action. (By using a 3rd party service such as ActionSprout or other like products.)
Experienced marketers understand that a Facebook page for business is actually secondary to the Facebook newsfeed. Most people do not actually visit or even visit often Facebook pages, even of the businesses and personalities that they like. They see items in the newsfeed and respond to those.
There is a huge problem with most Facebook applications – they require the user to actually go a Facebook page in order to convert them. If you are looking for emails or for people to enter contests, this is extra work that will cut down on your conversion rate. However, with programs such as ActionSprout, you can eliminate this middleman step and place the conversion action directly into the newsfeed. This will make it much easier to collect emails or get people to visit an outside website. Also, your potential customer will never have to leave the newsfeed in order to participate in whatever marketing action you have going.
If you are able to engage your customers with the conversion action in the newsfeed instead of on a Facebook page, you will likely see conversion rates of up to 20% higher. This is according to many online marketing experts. This will also help you to understand who is actually engaging with your page and who are “dead likes.” You will then be able to focus your efforts on the consumers that are actually interested in your products or services.
Second, use boosted posts judiciously but carefully and cautiously.
Facebook is continuously devaluing the reach of organic content. Ever since it went public, the number of people that an organic Facebook post (a post that has not been boosted with direct and spend) reaches has been decreasing steadily. (Currently, an organic Facebook post reaches anywhere from 10 to 15% of the likes on a page.)
Although it may be difficult to reconcile this in an ethical manner, the fact remains that boosted posts are a necessary evil in order to use Facebook as the marketing tool that it was meant to be. The secret is to boost posts that will bring the most traffic to your website and engage your audience the most. Most Internet marketing experts agree that new product announcement posts are the most popular posts to boost.
Many of these same experts agree that boosted posts should not be used to advertise on Facebook. Although the post will reach more people, if those people are disgruntled at looking at an ad, you have done yourself no favors. You’ve actually negatively affected your brand. Focus on new product announcements to make your ad spend on boosted posts worth it.
Correctly implemented, a boosted post will have an organic residual that will increase its statistics for the next few days. Be sure to monitor this activity on Facebook so that you can understand what your audience is most engaged with. This way you can evolve your future posts around a similar marketing strategy and garner the same or better success.
Third, utilize third-party targeting applications in order to focus your ad spend even more.
Like it or not, Facebook is becoming more pay to play by the day. In order to maximize your ad spend on the Facebook, you must target your audience as precisely as possible. With third-party application such as Website Custom Audiences, you can limit and target the audience that you send your Facebook ads too. For instance, with Website Custom Audiences, you can send a Facebook ad only to people who have visited a certain page on your website.
This is just one example of a creative way to target your audience. As Facebook closes its doors more and more to organic posting (let’s be honest, business pages), marketers will have to come up with smart ways to use applications together in order to reach the audience that it wants to reach.
Fourth, make sure that your public relations efforts are on point.
Facebook is most well known as a tool for marketing. However, it is also a place for public relations as well. Facebook itself promotes its platform as an online Rolodex to the journalism industry, touting its “1 billion contacts.”
The journalism industry also uses Facebook in order to source stories. As a matter of fact, the new, very popular trending news feed on the right side of every Facebook page was placed there especially for the industry of journalism. It has been one of the most successful additions to the Facebook platform in many years.
In order to use PR on Facebook more effectively, replace that expensive press release with a targeted Facebook post or story on Facebook. You will be able to report on breaking news and give targeted comments that will also add to your link building efforts as well as to your Google PageRank. Facebook posts also go out much more quickly than the traditional public relations press release, giving you the edge on your competition as a leader on the industry scene.
You can actually target specific members of the media with Facebook as well. Facebook Graph Search is a very powerful tool to find information on virtually anyone in the industry of journalism. You can also follow people based on the articles that they write as well as media outlet that they work for.
Fifth, use Facebook Audience Insights in order to optimize your content strategy.
Audience Insights on Facebook is another way to target your advertising more specifically and get a higher return on investment. The application gives you the ability to see firsthand what your audience is actually engaging with in real time. This gives you the ability to profile the audience that you are trying to target in great detail.
With this kind of data, you will be able to understand if your photos are working and/or whether you should have more contests. In time, you will be able to fully understand your audience and types of advertisements that they actually respond to.
Lastly, test all Facebook ads with a split test.
Facebook is similar to Google in that keywords are very important in indexing content so that it can be found by people who are looking for it. You will need to find the keywords that work for you in order to maximize your marketing efforts.
Split testing (A/B Testing) will give you the ability to test a wide variety of audiences at once. You will not have to spend your entire marketing budget putting your eggs in one basket. You will be able to compare results with many different ads to see which ad performed with the highest ROI. Then use only the most successful ad going forward.
In order to achieve the best analysis, be sure to only modify one variable at once. Modifying more than one can confuse results and give you analytic data that does not truly help you to focus your marketing efforts.
As the structure of Facebook ads continues to change, your business will need to keep up with the curve. However, these tips continue to create better-structured ads and more engaged audiences for Facebook pages and businesses around the world. Put them all to good use for yourself, and you are sure to improve your engagement so that you can use Facebook as it was meant to be used.
Want to get more from your website and online marketing?
Sign up for our monthly newsletter by clicking this link: http://eepurl.com/Lpfnz